Türkiye Retail & E-commerce AI Visibility Report: One Brand Holds Half the Answer Layer

Retail is where the answer layer’s concentration is easiest to see. In our software sector measurement, the top three brands held 69.2% of visibility. In retail and e-commerce, one brand alone holds 46.8% — and the bottom half of the ranked list, fourteen brands including well-known fashion and footwear names, shares 2.6% between them.

This is the second report built on Brantial’s own measurement rather than a synthesis of published research.

Methodology

First-party measurement

The ranking is a snapshot of the Brantial AI Authority Index: unbranded, category-level prompts run weekly across the answer engines in our panel — ChatGPT, Gemini, Claude, Perplexity, Grok and Mistral among them — with brands spontaneously named in answers scored and normalised to 100, where 100 is the sector’s most visible brand that week.

Visibility score measures how often and how prominently a brand is named across the sector’s prompt set — not market share, revenue, traffic or quality. Top engine is the engine on which that brand is most visible: a per-brand maximum, not a claim about engine market share.

Limitations, stated plainly

The index measures our sector prompt set, not every query a shopper might ask. Sector taxonomy is ours. Answers are non-deterministic, so single-week positions move. Importantly, the ranking lists brands that registered visibility; we cannot, from this data alone, separate a brand that was not part of the tracked universe from one that was tracked and registered nothing. That distinction matters for the absences discussed in Finding 4 and is the first thing our next measurement round will resolve.

The ranking

#	Brand	Visibility score	Top engine
1	Hepsiburada	100	Grok
2	Amazon Türkiye	31.68	Grok
3	n11	24.83	Mistral
4	Sahibinden	12.5	Grok
5	Watsons Türkiye	11.3	ChatGPT
6	Getir	6.85	Mistral
7	Yemeksepeti	4.62	Mistral
8	ÇiçekSepeti	3.42	Gemini
9	MediaMarkt Türkiye	2.91	Grok
10	Farmasi	2.23	Mistral
11	BİM	2.23	Mistral
12	Vivense	2.05	ChatGPT
13	A101	1.88	Mistral
14	CarrefourSA	1.54	ChatGPT
15	Şok Market	1.37	Mistral
16	Eyüp Sabri Tuncer	1.03	Gemini
17	İpekyol	0.68	Grok
18	Kiğılı	0.51	Perplexity
19	Bizim Toptan	0.34	Grok
20	Machka	0.34	Mistral
21	Lumberjack	0.17	Grok
22	Polaris	0.17	Grok
23	Hotiç	0.17	Gemini
24	Ayakkabı Dünyası	0.17	ChatGPT
25	Derimod	0.17	Grok
26	Desa	0.17	Gemini
27	Dalin	0.17	Perplexity
28	Sleepy	0.17	Gemini

Snapshot: August 2026. Median score 1.54.

Finding 1: A winner-takes-most distribution

Hepsiburada holds 46.8% of the sector’s total visibility. Adding Amazon Türkiye and n11 brings the top three to 73.2%; the top five reach 84.4%. The median brand scores 1.54 — roughly one-sixtieth of the leader.

This is a sharper concentration than we measured in software, and it has a structural explanation: shopping prompts are asked at the category level (“where can I buy X”, “which site is reliable for Y”), and the answer to a category-level question is a place, not a product. Marketplaces are the natural answer to that question shape, so they absorb the visibility that hundreds of individual retailers are competing for.

Finding 2: Half the ranked list is at rounding-error visibility

Fourteen brands — from İpekyol at 0.68 down to eight brands tied at 0.17 — hold 2.6% of sector visibility combined. Most of them are recognised names in Turkish fashion, footwear and personal care, with physical stores, advertising budgets and decades of brand equity.

A score of 0.17 is not “low ranking” in the search sense; it is closer to a brand appearing once in a rarely-triggered answer. For these brands, the practical situation is the one our shopping source map report described: when a model answers a question in their category, the entity it names is usually the marketplace that stocks them, not the brand itself.

Finding 3: Retail is the most engine-diverse sector we measure

Where software’s visibility concentrated on one engine (nine of twelve brands led by Mistral), retail spreads across five: Grok leads for 9 brands, Mistral for 8, Gemini for 5, ChatGPT for 4 and Perplexity for 2.

Two brands with adjacent business models can therefore have entirely different engine profiles — Hepsiburada peaks on Grok, n11 on Mistral, Watsons on ChatGPT, ÇiçekSepeti on Gemini. For a retail brand, a single-engine measurement is close to meaningless: the engine you check decides the picture you get. This is the divergence thesis at its most visible.

Finding 4: The names that are not in the table

The ranking does not include several of Türkiye’s largest retail and e-commerce names — including the country’s biggest e-commerce platform by scale, its largest supermarket chains beyond the discounters listed, and most of the major apparel retailers.

We flag this carefully. As stated in the methodology, this data cannot separate “not in the tracked universe” from “tracked and registered no visibility”. What can be said is narrower and still useful: in the answers our sector prompt set produced, these names did not surface, while brands many times smaller did. Resolving which of the two explanations applies — and, if it is the second, why — is the specific question the next measurement round is designed to answer.

What a retail brand can do with this

Decide which contest you are in. If category-level prompts resolve to marketplaces, a brand’s realistic goal in those prompts is to be the product named inside the marketplace answer — which is a feed, attribute and review problem, not a content problem. Our general versus vertical assistant report separates the two workstreams.

Compete where the question is brand-shaped. Prompts about a specific product line, material, sizing or after-sales terms are answerable by a brand’s own pages. That is where structured first-party content — specifications, comparisons, plainly stated policies — can win a citation that a marketplace listing cannot supply.

Measure across at least three engines. Given the distribution above, a retail brand checking only ChatGPT is sampling the engine that leads for four of twenty-eight brands here.

The takeaway

Turkish retail’s answer layer is a winner-takes-most market layered on top of an engine-diverse one: one marketplace absorbs nearly half of all sector visibility, five different engines lead different brands, and half the ranked names sit at levels that make no commercial difference. For most retail brands, the question is no longer how to outrank the marketplace — it is whether the answer names them at all, and if not, whether the fix belongs to the content team or the marketplace team.

Sources

• Brantial AI Authority Index — retail and e-commerce sector ranking, August 2026 snapshot (live index)
• Brantial research series (2026): Divergence, Shopping Source Map, General vs Vertical Assistants, Türkiye Software Sector

Visibility scores are Brantial measurements for the stated week and will move; the index is refreshed weekly. Absences from the ranking are reported as observed, with the limitation stated above.